Blur Studio recently designed and produced an all-CG spot for Eureka and Doner/Detroit agency that literally turns advertising for vacuum cleaners upside down. The highly entertaining spot follows a Eureka Capture vacuum as it glides through a home, tidying floors, carpets, stairs?Äîeven ceilings.

The CG vacuum and the cozy home environment are rendered with picture-perfect photorealism, while a series of seemingly impossible camera moves link one scene to the next in a single ribbon of action. The opening shot of the Capture vacuum becomes a reflection in the base of a ceiling fan. Holes in the machine Hepa filter magically transform into dust particles. The whole spot has an energy and drive that makes cleaning house seem like a funhouse ride.

Doner Creative Director Glen Hilzinger said the aim of the spot is to describe all of the features of the Capture vacuum in a way that is distinctly ‘Eureka.’ ‘We had a great story to tell, but the question was, how do we say it all in 30 seconds?’ he said. ‘We were looking for someone to bring life to the product on TV?‚àö√ë‚àö√Üsome energy and excitement.’

‘The design of the vacuum itself is sophisticated, modern, and state-of-the-art. Our goal was to reflect that with a strong, clean aesthetic with clever animation and camera moves,’ explained Blur Creative Director/Designer Norn Kittiaksorn.

Doner initially considered producing the spot as live action, but ultimately chose to do it in CG because that approach offered the freedom to create visuals that simply couldn’st be done practically. A successful CG execution, however, depended on Blur ability to deliver animation that viewers would immediately accept as real?‚àö√ë‚àö√Üdown to the fibers of the living room carpet.

‘We strongly advocated CG because it gave us complete control and the flexibility to put the camera anywhere we wanted to,’ noted Jennifer Miller, Blur Design Director ‘And Blur has the technical capability and experience to make it look as though it was shot.’

Doner was initially skeptical that the spot could be animated in a way that viewers would immediately accept as real. ‘I was the hardest person to convince,’ recalled Hilzinger. ‘Blur ran some tests and from that point forward, they did exactly what they set out to do and the results were always amazing. In the end, you don’st think of the spot as CG, you are simply absorbed by the story.’

Blur worked collaboratively with the creatives and writers at Doner to give this campaign the high-end visual vocabulary that Eureka needed to ‘capture’ its female audience. It is currently airing nationally.

About Blur Studio
The Oscar and Emmy-nominated Blur Studio provides award-winning broadcast design, brand positioning and end-to-end production services for numerous show packages, main titles, promotional and identity campaigns, and branding campaigns as well as theatrical promotions. Recent credits include FOX Sports NFL on Fox, Theatrical trailers for Charlotte Web, Harry Potter and The Order of the Pheonix, Intel Corporation Rebranding Campaign, Fox Television Billboard Music Awards and Teen Choice Awards, and the current network campaign for Kids’s WB! Blur Studio is located at 589 Venice Blvd., Venice, CA 90291. For more information, call (310) 581-8848.